Customer retention is critical for gaining a competitive edge in the highly dynamic theme park industry. This study highlights the role of awe experiences, leisure satisfaction, and psychological factors in shaping moments that foster customer loyalty. Guided by the stimulus-organism-response (SOR) framework, a conceptual model was tested using data from 460 tourists across three leading Indian theme parks through PLS-SEM analysis. Cognitive enjoyment, hedonic benefits, and concentration significantly influenced awe, which subsequently enhanced leisure satisfaction and customer retention. Perceived safety emerged as a critical moderating factor. The study also examined demographic variations, revealing notable differences across age (Gen Z vs. older generations) and gender (male/female). These findings offer actionable insights for marketers and operators to design more engaging, inclusive, and safe experiences that promote loyalty. The research contributes to experiential marketing literature by underscoring the psychological mechanisms and emotional drivers central to visitor retention in the theme park sector.
Anwar Rasheed (Sun,) studied this question.
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